BCG Report: More Than 50% Of Indian Smartphone Users Engage With Their Devices Aimlessly

A recent report by the Boston Consulting Group (BCG) sheds light on the evolving landscape of smartphone usage among Indian consumers . With the proliferation of affordable mobile devices and data plans , smartphone usage has skyrocketed, leading to significant changes in user behaviour.

A Glance at the Statistics

This behaviour is further emphasized by the fact that the average user spends a staggering 31% of their waking time on smartphones. Additionally, a remarkable 84% of users check their phones within 15 minutes of waking up.

Understanding the Phenomenon

The surge in smartphone usage can be attributed to the accessibility and affordability of mobile devices, particularly in regions like India. Unlike the traditional desktop phase, the Indian population embraced mobile internet directly, leading to a rapid increase in smartphone adoption .

The Role of Applications and Content Consumption

With the evolution of smartphone usage, the landscape of mobile applications has also undergone a significant transformation. The report notes a five-fold increase in smartphone sales from 2010 to 2023, accompanied by a 35-fold increase in the number of mobile applications.


Streaming content now occupies 50% of total smartphone usage time, contributing to a substantial increase in overall screen time . However, despite the proliferation of apps and diverse use cases, nearly half of the time, users are unsure of why they are engaging with their smartphones.

Introducing the Concept of 'Surfaces'

To address the challenges of unclear user intent and enhance user experiences, the report introduces the concept of 'Surfaces.' These AI-powered engines facilitate interactions between users and apps, promising a more seamless and intuitive smartphone experience.

The Promise of Surfaces

Leading innovators like Glance for the Android ecosystem and Apple for iOS are spearheading the adoption of Surfaces, leveraging frameworks such as the 'activity kit' to offer select functionalities directly on the lock screen. With over 220 million monthly active users in India, Surfaces presents a significant opportunity for enhancing user engagement and satisfaction.

The BCG report underscores the need for innovative solutions to navigate the complexities of smartphone usage and enhance user experiences. By leveraging Surfaces and other transformative technologies, stakeholders across various industries can deliver a more seamless and engaging smartphone experience to consumers in India and beyond.